1. Where it Comes From and Where it is Going.
Satisfaction
Where it Comes From and
Where it is Going.

2. Total Quality Management
Involving Top Management
Conducting a Marketing Audit
Focusing on Customer Satisfaction
Working Toward Continuous Improvement

3. Continuous Improvement
Planning
Doing
Checking
Acting

4. Focusing on Customer Satisfaction
Added Value
Obtaining Customer Feedback
Measuring Customer Satisfaction
Reducing Cycle Time
Reducing Variation

5. TQM Product Strategy Distribution Strategy Promotional Strategy
Pricing Strategy

6. A Model of Customer Satisfaction
Expectations
Performance
Confirmation
Disconfirmation
Positive
Negative

7. Why is Customer Satisfaction Important?
Building Relationships
Building Trust
Positive Affect & Decision making
WOM

8. Complaining Passive Discontent Direct Complaining Guerilla Warfare
The “Hostiles”

9. Satisfaction Over the Long Term
Does satisfaction remain the same?
What can cause changes in customer satisfaction over time?
Does satisfaction always lead to product repurchase?
What is the relationship between brand loyalty and satisfaction?
What are the causes of dissatisfaction?